#52. We answer the question we get nonstop: what we would do differently if we had to restart our candle business today. From product focus to SEO to wholesale, we lay out the exact moves that save time, cash, and years of trial and error.
• leading with candles to build cash flow, delaying room sprays and most accessories until demand is proven • treating accessories as add-ons, avoiding bulk buys that trap cash in slow-moving inventory • starting on Etsy for built-in shoppers while building Shopify early for owned data and long-term growth • using SEO basics across Shopify and Google tools, focusing on titles, metadata, and search intent • pricing by choosing a clear customer avatar, then working backward from shelf fit and value expectations • setting margins that fund ads, promos, and email incentives, avoiding the pain of raising prices later • pursuing wholesale early with boutiques that already serve the target buyer, using a seasonal outreach plan • avoiding SKU overload at launch, keeping scents and vessel options tight until customers guide expansion • learning from a bulk label purchase mistake, validating demand before investing heavily • keeping retail staffing lean, paying well to retain talent, and choosing locations built for foot traffic • tracking simple business data consistently so scaling becomes repeatable instead of guesswork
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